Marketing Graffiti: The View from the Street

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Butterworth-Heinemann, 2006 - Business & Economics - 292 pages
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Rejecting the managerially-driven structures normally imposed on the subject, Saren explains marketing from the perspective of the pivotal figure in the process: the consumer. He addresses readers as active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process.

Critically examining the wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing in its social and cultural context that we all experience.

By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the bricollage subject that is marketing.

* Outlines the essence of marketing by drawing on our everyday experiences to explain and illuminate key concepts.
* Offers an alternative to the concept-heavy, managerially-focused approaches of most marketing texts.
* Functions as a powerful introduction to marketing for students or newcomers, or a thought-provoking and challenging guide for experienced marketers.

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About the author (2006)

Michael Saren is Professor of Marketing at Leicester University Management Centre. He has a doctorate from University of Bath and previously held Chairs in Marketing at the Universities of Stirling and Strathclyde. His research covers the marketing of technology, critical marketing, consumer culture and marketing theory. His work has been published in many academic management journals in the UK, Europe and the USA, including the International Journal of Research in Marketing, Omega, British Journal of Management, the Journal of Business Ethics, Service Industries Journal and Industrial Marketing Management. He is a founding editor of the journal Marketing Theory Professor Saren is co-author with David Ford of Marketing and Managing Technology (Thomson Business Press, 2001) and co-editor with Douglas Brownlie, Robin Wensley, and Richard Whittington of Rethinking Marketing, (Sage Publications, 1999). He has been convener of the Marketing Stream at the first four Critical Management Studies International Conferences, 1999-2005 and one of the 'Gang of Six' who ran the ESRC Seminar Series in Critical Marketing. He was Chair of the 7th International Relationship Marketing Colloquium in 1999 and Chair of the 2003 European Marketing Academy Conference

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